Clever marketing?

I wonder who is responsible for marketing at cellphone service companies. I have two problems with them, that could be representative of other industries:

• Marketing dollars - We all see a lot of commercials, but very rarely any cellphone company advertises how they are different from others? Furthermore, I regularly read Forbes and Business 2.0 magazines and see ads of Cingular and Verizon in them. Sounds right? Except that I live in Toronto, Canada where neither Cingular or Verizon is present – so it is just a waste of marketing dollars spilled on a consumer
• Customer service – any freshman at business school would tell that to keep a client is cheaper than acquire a new one. It is especially true in cellphone business, when you think about all the promotions they give to new clients. However, it seems that cellphone companies forgot these basics. A true life example: when I lived in Chicago I had a one year contract with T-Mobile. When it expired I called and I asked what are they willing to offer to me a person who spends around $150 per month, so I don’t switch to Cingular. You guessed the answer – nothing

So again I wonder who is responsible for marketing dollars at these companies?